Jeep Thrills: Apple Banishes a Little Blue Emoji

Matthew Guy
by Matthew Guy

Betcha thought we were done talking about emojis around here, eh? Not so fast, Happy Meal. While one brand is busy attaching themselves to the too-cute digital pixels, another is furiously trying to unhook itself from an emoji it feels does not represent its image.

Alert readers (and avid texters) will have noticed that typing the word ‘Jeep’ into their iOS device automatically produced a blue blob of a thing as a suggested emoji replacement for that word. The most recent platform update erased this connection and Jeep is celebrating with a few words of their own.

According to spox for the brand, Jeep didn’t officially lobby to be unhitched from the emoji, one which Jeep thinks is not Trail Rated in any way, shape, or form. They have a bit of a minor point. After all, the blue … thing … that popped up has no business being conflated with a Wrangler, though one could argue it could’ve represented a ZJ Grand Cherokee that was left in the sun to melt for a few weeks then put in a taffy puller.

The emoji hasn’t disappeared with the new iOS update and still pops up as a suggested replacement for the word ‘car’ or ‘SUV’. Using ‘crossover’ does nothing, much as in real life.

https://twitter.com/Jeep/status/1181956826629394432?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1181956826629394432&ref_url=https%3A%2F%2Fwww.autonews.com%2Fmarketing%2Fjeep-liberated-apple-emoji-celebrates-new-campaign

Jeep clapped back on social media after the emoji stopped being associated with their brand, producing a couple of quick videos highlighting their approval, complete with a hashtag declaring Peppered with Jeeps doing Jeepy things, the main message is one of reinforcing the brand’s off-road cred.

On the flip side, Ford was the architect of a successful campaign to get a pickup truck emoji on next year’s shortlist of new characters. The Unicode Consortium, which is a real thing that oversees emoji development despite sounding like a villainous organization on Star Trek, hasn’t yet formally approved the inclusion of the blue pickup but will likely do so sometime in the next calendar year.

Your author hopes this is the last time he scribes about emojis on an automotive site. More 700+ horsepower widebody Chargers, please.

[Image: FCA]

Matthew Guy
Matthew Guy

Matthew buys, sells, fixes, & races cars. As a human index of auto & auction knowledge, he is fond of making money and offering loud opinions.

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  • Ronin Let's see the actuals first, then we can decide using science.What has been the effect of auto pollution levels since the 70s when pollution control devices were first introduced? Since the 80s when they were increased?How much has auto pollution specifically been reduced since the introduction of hybrid vehicles? Of e-vehicles?We should well be able to measure the benefits by now, by category of engine. We shouldn't have to continue to just guess the benefits. And if we can't specifically and in detail measure the benefits by now, it should make a rational person wonder if there really are any real world benefits.
  • TheEndlessEnigma Simply put, I like it.
  • TheEndlessEnigma Ah GM, never stop being you. GM is working hard to make FIAT look good.
  • TheEndlessEnigma Top Gear of the 2000's was a fresh concept and very well done. Sadly to say there isn't a TV show concept that doesn't eventually exhaust fresh ideas and, as a result, begins to rehash and wear out once were fresh ideas. The show eventually becomes a pale imitation of itself, then begins to embarrass itself, it will get to a point where it jumps the shark. Top Gear began to get stale, the Clarkson, Hammond and May left and the formula failed - surprise! the presenters were part of the magic. Fast forward many years and Grand Tower is trying hard to be Top Gear but it's all very obviously scripted (it always was by felt spontaneous in its original form), Clarkson, Hammond and May are much older, tired and have become caricatures of themselves. Guys, just stop. You should have stopped 10 years ago. Now you're just screwing with your reputations and legacies.
  • FreedMike Kudos to Toyota for making a legitimately slick looking piece (particularly in metallic cherry red). But PHEVs seem like a very narrow niche to me. Yes, the concept is cool - if you play your cards right you never have to fill up with gas, and the gas engine means you don't have to worry about charging facilities - but the operative words are "if you play your cards right." And PHEVs have all the drawbacks of EVs - spotty charging availability, decreased range in cold conditions, and higher price. Personally, I'd opt for a non plug-in Prius and use the plug-in money to upgrade the trim level. It's slower, but even the base Prius performs roughly on par with a Corolla or Civic, so it's not a dog anymore. But who buys a Prius to go fast in the first place? If I wanted to "go gas free," I'd just buy a BEV. YMMV, of course.
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